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19.
Based on the IAB’s numbers and public ﬁnancial numbers from Google and
Facebook, the two digital giants accounted for about 99% of the $2.9 billion in
advertising growth in the third quarter—with Google making up about 54% of the
total and Facebook about 45%, leaving just 1% for everyone else.
99%

20.
Accenture Interactive, IBM Interactive Experience, Deloitte
Digital and PwC Digital Services combined would rank among
the world's 10 largest digital networks.
All four rank among the top 15 of the world's largest agency
companies.

21.
Long-term prospects
Immediate prospects
Broad but slower effects, big paybacks
Narrower but earlier effects, smaller paybacks
Existing
customers
Short term
Long term
Sales
Activation
Brand
Building
Source: Les Binet and Peter Field, The Long and the Short of It, IPA, (Figure 22)
A long-term outward focus brings broader and bigger effects

22.
“We’re now all about targeting and
retargeting,” said someone “Who’s thinking
about what people are going to be dreaming
about?”

27.
A new Global Digital
Outlook Study
released by digital-
agency society
SoDA and Forrester
found that more than
three-quarters of
client-side marketers
and agency leaders
believe the term
"digital" will
disappear within ﬁve
years as a
meaningful
differentiator.

28.
I don’t believe we have an online and ofﬂine
consumer. Marketing needs to move from having
(separate) digital priorities. We need to stop about
what is the digital strategy. I always smile when
agencies are claiming they are doing digital. Honestly,
may be that was good in 2010 but in 2017 they should
claim they just do marketing. We need to stop talking
about digital - it’s all part of marketing.

30.
The autonomous car dropped Lori at her home and then left for its scheduled service at the
dealership. It would be back in time to take her to the airport the next morning. On the way into
her house, Lori gathered the drone deliveries from the drop box on her stoop. The familiar voice
of Eve, a next-generation smart assistant like Alexa, greeted her in the foyer and gently reminded
her of the travel plans for her upcoming conference in LA. Lori hadn’t bothered to learn the
details, since Eve had taken care of ﬁnding the best ﬂight, seat, and hotel room that her
company’s expense policy would allow.
As she unpacked her grocery delivery, Lori saw that Eve had adjusted her weekly purchases,
omitting perishables and adding travel-size toiletries and sunblock. Calculating that Lori was
running low on detergent (and aware she’d be coming home with laundry to do), the bot had
ordered more but switched to a new, less expensive brand that was getting good consumer
reviews. And, knowing that Lori wouldn’t want to cook, it had arranged for her favorite takeout to
be delivered upon her return.
Thank goodness for Eve, Lori thought to herself. In addition to managing her shopping and travel,
the bot tracked her spending and kept her costs down. Each quarter, for example, Eve checked all
the telecommunications plans on the market and compared them against Lori’s projected data
usage. Her current plan gave her the best price for her mostly evening and weekend usage, but
with her brother’s 40th birthday approaching, Eve had anticipated a lot of data trafﬁc among
Lori’s friends and family and found a deal from an upstart ﬁrm that would save her money. That
offer was instantly matched by Lori’s current provider, a company that had paid to be featured on
Eve and to have the right to meet competitors’ prices. Lori relied on Eve for similar help with
buying insurance, banking, and investment products, too. Sometimes she had to instruct her bot
about her criteria and the trade-offs she was willing to make (for example, to forgo higher returns
for a greener investment portfolio), but more recently, Eve had begun ﬁguring out what product
attributes she was after—even aesthetic ones—without having to be told.
Lori didn’t know how she had ever coped without Eve. She had come to trust the bot not just for
advice on complex purchases but also to make many of her routine decisions and to introduce her
to new products and services she didn’t even know she wanted.